Soho Square Mumbai wins Vasmol business

The agency will work on all strategic and creative communications for the brand.

The Hygienic Research Institute has awarded its brand mandate for Vasmol, a hair dye brand, to Soho Square, Mumbai. The agency will take care of all strategic and creative communications for the brand. The arrangement is effective immediately, and there was no pitch involved in this account win.

Commenting on the win, Ashish Chhabra, joint managing director, Hygienic Research Institute, says, "Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association towards making Vasmol the most preferred brand in the hair colour and care categories."

Expressing his thoughts about the new business, Samrat Bedi, office head, Soho Square, adds, "As a brand, Vasmol has been around for close to 60 years and is pretty clear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context. It is our responsibility as much as it is Hygienic Research Institute's."

Shashank Lanjekar, senior vice-president, strategic planning, Soho Square, says, "When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has. And, now is the time to consolidate that position and ensure that the communication resonates with this generation."